Radio executives were on Parliament Hill last week, making their case, for among other provisions, more of the federal advertising spend.
A week of advocacy led by the Canadian Association of Broadcasters (CAB), was highlighted by the CAB’s CEO Radio Council presentation to the CRTC on the current state of the business, and their strategic outlook for the radio industry.
“The challenges facing private radio are real, immediate, and solvable, but require a forward-looking approach from decision-makers,” said CAB President Kevin Desjardins. “We’re encouraged by the commission’s engagement and questions, and are always ready to work toward solutions that support local voices and local news.”
Among the key priorities the CEO Radio Council is looking to advance is the federal government’s approach to advertising spending. Right now, radio makes up just 11% of Ottawa’s $78.15 million ad budget, with TV claiming 52% and digital media a whopping 63% or $40.57 million.
Radio’s share of that budget has fallen sharply from 2021-22 when federal departments spent 21% – or more than $6.5 million annually – with radio stations. They spent just $2.68 million with radio in 2024-25.
Local Independent Television Stations (LITS), a coalition of independent, privately-owned television broadcasters, were on Parliament Hill last week as well, meeting with parliamentarians and senior officials to highlight the need to support the Independent Local News Fund (ILNF).
“If we want a sovereign media system that serves Canadians and their communities, we need tangible action to secure its sustainability now,” added Desjardins. “Local media is foundational to who we are as a country. It deserves policies that provide stability for its future.”
